Fabletics is a women’s athletic clothing brand which was established in 2013. For a number of different reasons the brand was successful right out of the gate. One reason is that the clothing they sell is high quality. For another reason it is fashionable clothing that can be worn all day. Third, the prices they charge are affordable.
Fabletics makes use of a membership model where members pay a monthly fee and in return receive a monthly box of clothing. The way that Fabletics knows what to send each member is because when someone first signs up they take a Lifestyle Quiz. This quiz is designed to find out exactly what type of fashion each member really likes so that when they receive clothing it will be something they very like enjoy.
Fabletics started out as an online retailer. They have now started adding physical stores to the brand. Due to the way the company started, showrooming isn’t an issue for them. Most physical retailers fear showrooming because people look at items in the store that they then buy online. Fabletics says they encourage reverse showrooming where women look at their clothes online and then buy it in a nearby Fabletics store. Really, though, they don’t care if a purchase is made through their online or physical store as it’s all the same to them.
Fabletics was the brainchild of actress Kate Hudson. She loves wearing athletic clothing all the time but couldn’t believe the prices being charged and that there only seemed to be clothing made for quite small women. She has a number of rules for her brand, with one of the chief one’s being all inclusive. They make clothing for every size and shape of women and refuse to go along with body shaming.
Another rule Hudson has is meticulously following the metrics of what members buy. She has no problem altering course if something they thought would be successful turns out it isn’t. They use big data to track preferences and to keep an eye on upcoming fashion trends.
Kate Hudson is also a big supporter of her mother Goldie Hawn’s charity, Hawn Foundation. This nonprofit teaches mindfulness to children and seeks to be a positive force in their lives. Their initiative, called MindUp, has been taught to over 1 million kids in the nation and throughout the world.